PHENOMENON OF RURAL COMMUNITY BEHAVIOR IN ONLINE PAYMENT TRANSACTIONS POST COVID-19 IN LAMONGAN REGENCY, EAST JAVA

Online shopping transactions are carried out with a number of supporting facilities that must be available. Among them the existence communication technology devices, internet network access, inter-regional cargo courier services and development adequate infrastructure. So facilities, online payment can made to reach almost all regions in world even consumers rural communities. Rural Community or what is often referred as community society always associated modesty, backwardness, traditionalism isolation. In this case, modesty simplicity behavior communities such delivery words meeting simple needs. Meanwhile, underdevelopment condition delay progress something supports sustainability life. The next which teaching by emphasizing traditions received from previous generations way research method study qualitative phenomenological approach. social phenomenon occurs villages Lamongan Regency. accordance ERG Theory, have become style trend Regency since before COVID-19 pandemic. Then Covid 19 pandemic has not an obstacle for make transactions. It was found went through several stages purchasing decisions. However, impulsively. Lamong still enthusiastic want though they cannot feel benefits advantages fullest.